The company says that it hopes the next stage of its campaign, ‘Beer the Beautiful Truth’, will challenge consumers' misconceptions of the category and prove that the majority of Lion's beers are sugar and preservative free.
The second phase of the campaign follows new findings from latest research, which reveal that seven in ten Australians want to know the amount of sugar that's in their drinks, with the same number of consumers believing Lion's beers contain preservatives.
“People want to know more about what’s in the beer they are drinking and this campaign is proof of our promise to being transparent about what’s in our beer”, Lion’s Marketing Director – Category and Planning, Ben Slocombe said.
“We hope that by better informing Aussies, they can have a beer with their friends and be better equipped to consume beer in moderation as part of a balanced lifestyle.”
Slocombe said the company had received positive reception from trade to the new nutrition information panels that were added to all of its bottles and cartons in August, and hopes the extra information on sugar and preservative content will further improve that.
“We have had an incredibly positive response so far from the trade, who are supportive of our intentions to reinvigorate the category and can see the potential positive benefits the campaign could have to the beer industry as a whole. Shoppers who know more about beer, spend more – and we hope that this campaign will help consumers better understand the beautiful truth about beer and that this translates into category growth,” said Slocombe.
The campaign also comes with the launch of a new website www.beerthebeautifultruth.com where consumers can get more information on the company’s beers, including how they’re brewed, ingredients, tasting notes and individual nutrition information.
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